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How To Create a Web Site That Actually Sells
Still another use might be putting all the company's existing stock inventories and their prices online and keeping these constantly updated, so that a distributor can see at the touch of a button exactly what is in stock and perhaps not lose a sale as a result.
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Business New Haven
11/22/1999
By: Susan Banfield
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A few years ago every business was rushing to get online. What many companies did was merely to make electronic copies of their print brochures and post them. Then they sat back and waited for something to happen. When nothing did, they began asking themselves, 'What is the Internet really doing for me after all?'
The problem is that an electronic brochure doesn't begin to tap into the possibilities of the Internet.
In order to take full advantage of the Web's potential, you need a solid understanding of several things. First, you need to know what your business goals are. Are they to move into new markets? To streamline production? To increase sales to existing customers?
Next, you need to know who your constituencies are. These are all the different groups with whom you interact in the course of doing business. They may include both “outsiders” (suppliers, vendors, customers, shippers” and “insiders” (salespeople, employees, etc.).
Once you have identified your constituencies, create two more lists. The first should include all the different kinds of information you exchange with these various groups. The second should be of the different types of communications you have with them.
For example, a list of kinds of information might include inventories of available raw materials, a complete catalogue of items, numbers of new products ready to ship by certain dates. A list of types of communications might include customer feedback on orders received, sales reps' reports on calls made, HR updates on employee benefits.
A good way to make sure you've nailed down all this information, and that your lists are accurate and complete, is to meet with a representative from each area of your business that exchanges information with someone else. Meet with people from marketing, sales, customer service, manufacturing, sales, human resources, IT.
Finally, you are ready to ask yourself the key question: How can you use the Internet to facilitate the items on your latter two lists and thus advance your business goals? Keep in mind, while considering the answer, that your Web presence can include an intranet and an extranet, as well as the main Internet site.
The Internet has two key advantages over print and voice communications. The first is that it can get people information they need quickly and easily. The second is that it can provide continuously updated information. Keep these principles in mind when designing your site.
One example of efficient use of the Internet's capacities was one company's decision to put their personnel telephone directory on its Web site. Sales people in particular turned over or moved frequently, and it was difficult for both customers and insiders to keep up with the changes. Putting the directory online made it possible for human resources to update it the moment there was a change. It also made it easier for customers to get in touch with their salesperson, and for sales people to check in with one another. The end result was increased sales.
Another example might be using online customer-order forms to collect quick market-research data which can then instantly be fed to the marketing department and sorted by such parameters as geographic region and links accessed.
Still another use might be putting all the company's existing stock inventories and their prices online and keeping these constantly updated, so that a distributor can see at the touch of a button exactly what is in stock and perhaps not lose a sale as a result.
It is especially important when setting up a Web site to provide a mechanism for keeping it current. Generally this means using the latest database technology. This allows for fast, across-the-board updating of your site (change an item in one place and it is changed everywhere it appears). It also makes it possible for any employee to update Web information, not just the resident HTML specialist.
Once you have your Web site set up so that is maximizing opportunities to provide up-to-date information and to facilitate communication with your constituencies, it is crucial to make sure people know about it.
Surprisingly, the best way to publicize a Web site may be through traditional advertising means. Online advertising is not as effective in many cases. So be sure the address of your newly dynamic site is included in all your advertisements, as well as on your letterhead and business cards.
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